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2.2.2011 TV drives French adspend growth

An increase in television adspend helped to boost French advertising revenues last year, a report has argued. Figures fromresearch firm Kantar Media, based on ratecard estimates, showed traditional media expenditure climbed 10.2% in 2010, hitting €23.1bn.

TV recorded a 15.3% jump to €8.5bn - contributing 55% of industry growth - as brand owners enhanced their investment in line with the strengthening economic environment. Digital channels performed especially well, logging a 40% improvement, to reach 22% of the medium's total returns. "They have enabled some advertisers access to television," said Corinne In Albon, a director at Kantar. Overall, 72% of the advertisers featured on digital stations also promoted products using national broadcast networks, she added.

Elsewhere, press saw a 7.4% expansion, reaching €4bn, aided in particular by hardening demand from automotive and apparel manufacturers, offsetting a decline among financial services providers. Radio was up 6.2%, outdoor witnessed a 7.1% leap and cinema ad sales rose 18.9%, indicating the broad nature of the recovery. The food, health and beauty and leisure categories all boosted their outlay.

B.L. 2.2.2011